US DAA publishes guidance on applying privacy self-regulation to mobile

The US Digital Advertising Alliance (DAA), of which WFA's US association ANA is a core member, has published new guidance on how its self-regulatory principles for targeted advertising apply to mobile.

The guidance confirms that ad networks and other companies should notify consumers about online behavioral advertising on mobile devices - called cross-app advertising in the mobile environment - and allow them to opt out. It also includes mobile-specific requirements: ad networks, app developers and others must obtain people's opt-in consent before collecting geolocation information and address-book data.

These guidelines demonstrate industry's continued commitment to improving transparency and providing consumer-friendly privacy controls in targeted advertising, The new US guidance shows that the programme is able to adapt to new technologies, platforms and business models. It provides a baseline for building a consistent global framework in the mobile privacy space, helping to overcome the current fragmentation of mobile privacy regulation and the geographical limitations of national or regional regulation.

This will benefit mobile users as well as businesses: effective self-regulation can provide a seamless privacy experience across borders and technologies.WFA priorities:WFA will work with its members, partners and stakeholders to review the US DAA's principles and explore their application for European markets, building on the existing EU self-regulatory initiative. We will also continue, through EDAA, the roll-out of the ad choices icon and consumer control tool, as well as the EU-wide consumer awareness campaign.